Kantar's TNS has been conducting interviews with media owners,
planners and marketers about what's going to be keeping them awake
at night in 2016 and we've identified five top challenges:
1. Meaningful personalisation
How often have you found it creepy or become frustrated, when
your personal information or online behaviour results in you being
bombarded with irrelevant or outdated messages? Marketers want to
reflect increasingly personalised digital media without leaving
their audiences feeling uncomfortable. So, they need to ensure that
they are targeting only those people who are genuinely interested
in and open to spending more with their brand, by using the right
segmentation and programmatic techniques and models.
2. Mastering social media
We increasingly expect to be able to conduct all types of
interactions with brands through the social media channel of our
choice. This might involve sending a tweet to complain to customer
services or browsing a product on Instagram. Unless marketers are
using the right tone and style on the right social channels, they
risk frustrating potential buyers.
3. Judging the right moment to engage
As we jump between disappearing Snapchat messages and six-second
Vine videos, marketers must increasingly compete with these
micro-moments. By adjusting both creative and planning strategy,
marketers need to learn how to turn in-the-moment relevance into
4. Fusing data with strategic thinking
When dealing with big data, the challenge for 2016 is for
marketers to start by working out what they actually want to use
data for, rather than just collecting everything they can. When
marketers gather data in a more strategic way, they are more likely
to deliver the intuitive experiences that people want.
5. Taking a holistic view
Information can no longer be compartmentalised into different
silos, because people don't view their experience of a brand in
that way. 2016 should be the year that marketers break-down silos
to seamlessly connect different areas of expertise.
Read more about these five challenges and watch videos from
Mundipharma, Social@Ogilvy and Facebook on Kantar's TNS website.
Source : Kantar TNS